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Date:
Chapter 14: Mass Media
Copyright Cengage Learning. Powered by Cognero.
Page 1
1. Which of the following is NOT an example of mass communication?
a.
books
b.
blogs
c.
film
d.
e-mailing a friend
e.
television
ANSWER:
d
POINTS:
1
2. During the tribal epoch, the dominant sense was __________.
a.
sight
b.
hearing
c.
touch
d.
smell
e.
taste
ANSWER:
b
POINTS:
1
3. During the literate epoch, the dominant sense was __________.
a.
sight
b.
hearing
c.
touch
d.
smell
e.
taste
ANSWER:
a
POINTS:
1
4. Increased access to information made possible by electronic communication that links people all over the
world creating a modern world-wide community is known as __________.
a.
global village
b.
hypodermic needle model
c.
gate keeper
d.
agenda setting
e.
cultivation theory
ANSWER:
a
POINTS:
1
5. Marshall McLuhan claimed that the dominant media at any given time in a society strongly shape
__________.
a.
individual and collective life
b.
public speaking
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Chapter 14: Mass Media
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Page 2
c.
cognitive complexity
d.
a and c
e.
all of the above
ANSWER:
a
POINTS:
1
6. When a TV show or film incorporates the product into the storyline they are engaging in __________.
a.
product agenda setting
b.
product placement
c.
immersive advertising
d.
immersive product placement
e.
uses and gratifications
ANSWER:
c
POINTS:
1
7. After a heavy session of studying for final exams, Barbara and Lynn wish to relax for a few hours. Feeling
melancholy and in the mood for escapist romanticism, they rent the video Titanic. The choice of media content
Barbara and Lynn made reflect __________.
a.
agenda setting
b.
cultivation theory
c.
supporting dominant social systems
d.
uses and gratification
e.
standpoint theory
ANSWER:
d
POINTS:
1
8. Of all the cadets who withdrew from the Citadel in 1995, the media selected Shannon Faulkner and called her
to the public’s attention. This is an example of which of the following?
a.
agenda setting
b.
cultivation theory
c.
supporting dominant social systems
d.
uses and gratification
e.
standpoint theory
ANSWER:
a
POINTS:
1
9. Mass communication uses gatekeepers to determine what consumers come to know, believe, and understand
are issues they should deem as worthy of serious attention. This view of how mass communication operates
represents __________.
a.
cultivation theory
b.
critical theory
c.
uses and gratification
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Chapter 14: Mass Media
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d.
agenda setting theory
e.
agency theory
ANSWER:
d
POINTS:
1
10. The mass media theory that claims that television promotes a worldview that is inaccurate but that views
may assume reflects real life is known as __________.
a.
agenda setting theory
b.
cultivation theory
c.
uses and gratification theory
d.
gatekeeping theory
e.
hypodermic needle theory
ANSWER:
b
POINTS:
1
11. Television’s tendency to stabilize and homogenize views within a society in order to create a single
allegedly mainstream view is known as __________.
a.
mainstreaming
b.
gatekeeping
c.
homogenization
d.
resonance
e.
social systems
ANSWER:
a
POINTS:
1
12. Heavy television viewers are more likely to have beliefs that reflect the worldview portrayed by television,
which is not equivalent to reality. In television entertainment programming, 77% of major characters that
commit crimes perpetrate acts of violence, compared to roughly 10% of actually reported crimes. This is an
example of __________.
a.
agenda setting
b.
cultivation theory
c.
supporting dominant social systems
d.
uses and gratification theory
e.
standpoint theory
ANSWER:
b
POINTS:
1
13. The Electronic Epoch in McLuhan’s review of human history began with __________.
a.
the telegraph
b.
the telephone
c.
the newspaper
d.
the radio
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Chapter 14: Mass Media
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e.
the television
ANSWER:
a
POINTS:
1
14. Lucinda was working for a newspaper and wanted to cover a story. She went to her editor with the idea and
she responded that this was not a very important issue. The editor was engaging in __________.
a.
media determinism
b.
agenda setting
c.
political economy studies
d.
media dependency
e.
cultivation
ANSWER:
c
POINTS:
1
15. To become a more responsible and thoughtful consumer of mass communication we should __________.
a.
develop media literacy
b.
be aware of the patterns mass media employ
c.
recognize that mass communication is one of many influences on individuals and society
d.
actively interrogate media messages
e.
all of the above
ANSWER:
e
POINTS:
1
16. Invention of the phonetic alphabet ushered in which epoch in many societies?
a.
tribal
b.
literate
c.
print
d.
electronic
e.
telegraph
ANSWER:
b
POINTS:
1
17. Janis loved watching TV. She really liked to get into shows so that she could forget the problems she was
facing. Which theory would best explain the impact that watching television has had on Janis?
a.
magic bullet theory
b.
uses and gratification theory
c.
cultivation theory
d.
cultural studies theory
e.
media literacy theory
ANSWER:
b
POINTS:
1
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Chapter 14: Mass Media
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Page 5
18. Dom has noticed that after he returned from a study-abroad program there were few news stories from other
parts of the world. The theory that best explains what Dom was noticing is __________.
a.
the hypodermic needle model
b.
uses and gratification theory
c.
agenda setting
d.
gatekeeping
e.
reasonance
ANSWER:
d
POINTS:
1
19. The process by which a viewer’s basic view of the world can be affected due to watching large amounts of
television over time is known as __________.
a.
agenda setting
b.
product placement
c.
cultivation
d.
uses and gratification
e.
mainstreaming
ANSWER:
c
POINTS:
1
20. If commercial programming consistently portrays European Americans as upstanding citizens and members
of other races as lazy, criminal, or irresponsible, viewers may come to accept such representations as factual.
This is known as __________.
a.
gatekeeping
b.
mainstreaming
c.
reasonance
d.
the mean world syndrome
e.
constructing the news
ANSWER:
b
POINTS:
1
21. Mass communication affects our lives in minimal ways.
a.
True
b.
False
ANSWER:
False
POINTS:
1
22. The print epoch emerged with the invention of the phonetic alphabet.
a.
True
b.
False
ANSWER:
False
POINTS:
1
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Chapter 14: Mass Media
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Page 6
23. The telegraph inaugurated the electronic era.
a.
True
b.
False
ANSWER:
True
POINTS:
1
24. Television and film producers are forbidden by law to place or show the labels of actual products in shows
and movies.
a.
True
b.
False
ANSWER:
False
POINTS:
1
25. Uses and gratification assumes that consumers of mass media are active agents who deliberately choose
what pleases them.
a.
True
b.
False
ANSWER:
True
POINTS:
1
26. People who control the flow of information to others are known as cultivation setters.
a.
True
b.
False
ANSWER:
False
POINTS:
1
27. The premise of cultivation theory is that the more one attends to television (heavy viewers) the more
distorted perspective of reality they hold.
a.
True
b.
False
ANSWER:
True
POINTS:
1
28. The media portrays ideas of how we should look physically.
a.
True
b.
False
ANSWER:
True
POINTS:
1
29. Becoming media literate takes little work.
a.
True
b.
False
ANSWER:
False
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Chapter 14: Mass Media
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Page 7
POINTS:
1
30. Part of having media literacy means being skeptical of what is presented.
a.
True
b.
False
ANSWER:
True
POINTS:
1
31. Marshall McLuhan is best known for the phrase “__________”.
ANSWER:
The medium is the message
POINTS:
1
32. The __________ __________ made written communication available to masses of people.
ANSWER:
printing press
POINTS:
1
33. __________ __________ __________ theory argues that we attend to mass communication in order to
gratify ourselves.
ANSWER:
Uses and gratification
POINTS:
1
34. __________ are people and groups that decide which messages pass through the gates of information
control to reach us.
ANSWER:
Gatekeepers
POINTS:
1
35. The practice of featuring products in media so that the products are associated with particular characters or
storylines is known as __________ __________.
ANSWER:
product placement
POINTS:
1
36. Although they no longer prevail in the United States, __________ __________ continue to prevail in many
undeveloped countries.
ANSWER:
oral cultures
POINTS:
1
37. The theory that states that we use mass media to satisfy particular needs is __________ __________
__________.
ANSWER:
uses and gratifications
POINTS:
1
38. The invention of the telegraph was the forerunner of the __________ __________ in human history.
ANSWER:
electronic epoch
POINTS:
1
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Chapter 14: Mass Media
Copyright Cengage Learning. Powered by Cognero.
Page 8
39. The primary way that television and other forms of electronic mass communication cultivate particular
world views is by __________.
ANSWER:
mainstreaming
POINTS:
1
40. To __________ __________ to media, you must recognize that you are an agent who can affect what
happens around you.
ANSWER:
respond actively
POINTS:
1
41. Describe how mass communication has evolved in Western Society. List the four main epochs and the dominant type
of communication in each era.
ANSWER:
No answer provided.
POINTS:
1
42. Discuss the three theories of mass communication as found in Chapter 14. Give examples of why each theory is
important. Finally, express whether or not you agree with the theory.
ANSWER:
No answer provided.
POINTS:
1
43. Examine the claims of critical scholarship and describe how mass communication can serve to support the status quo,
privileging those with power while marginalizing those without. Provide illustrative examples from actual media that
would support their contentions.
ANSWER:
No answer provided.
POINTS:
1
